About
A little about me.
Most of my work is with creators and coaches, on how they make money from what they already know. The rest is with men who want to take another look at how they see themselves.
What tends to hold my attention.
I work at a desk made from a real airplane wing. It's where I read, write, and let one question lead to several others.
I founded The Social Projekt, a digital marketing agency, in 2019, and Iron Phoenix Consulting in 2025. I've been doing this kind of work since 2014.
Whatever I'm looking at, I'm usually curious about how it came to be and which decisions are holding it in place.
Most evenings
There is usually a chessboard involved.
At the moment I'm learning the Accelerated London System. White plays d4 and brings the bishop out to f4 straight away, before the knight. I like that you commit to a shape early, then spend the next twenty moves finding out whether it was a good idea.
The note about habits, chess and basketball- 1. d4
- 1… d5
- 2. Bf4
A few names along the way.
Over my career in Dubai, I've worked on brands such as these.
- Emaar EntertainmentEntertainment
- Nestlé Middle EastFood and drink
- Abu Dhabi AirportsAviation
- MBCMedia
- BiodermaSkincare
- MG MotorsAutomotive
- Vossen UAEAutomotive
- Dubai Women's RunSport
For anyone looking for the formal details.
- Certified Expert Coach
- Champion Academy, accredited by IAPC&MValid to August 2027
- Operator Frameworks & Systems
- Consulting.com2026
- Top 100 Speaker
- Next Top Speaker, Season 22025